Posts in Industry Thought Piece

The Genuine Article

Mobile has brought a new lease of life to content marketing. aptus director Sam Lewis explains how brands have used the platform to deliver branded editorial to consumers

With The Apprentice back on TV, you could be forgiven for believing that business is still all about the hard, direct sell. But Sir Alan and his wannabes miss an element of marketing that has been around for just as long as its more direct cousin, and is arguably more effective: content marketing. The Content Marketing Institute defines content marketing as the “technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Put simply, content marketing is the art of communicating with customers and prospects without selling.

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What does an increase in tablet usage mean for digital publishers?

The Rise of the Tablet

When Steve Jobs first unveiled the iPad in 2010 few could have predicted the huge amount of change this single product would bring to mobile marketing and digital media. Initially the iPad was met with mixed to negative reviews. The most common criticisms were that it was “just a big iPod touch” and didn’t support Read More

The Three Maxims of Content Marketing

If you are new to content marketing planning an effective strategy might seem like a daunting task. Below are three basic principles that will help you build a successful campaign.

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